Flight Centre Travel Group (FCTG), a leading global travel agency based in Australia, faced unprecedented challenges during the COVID-19 pandemic. Known for its extensive network of physical stores and diverse travel services, FCTG experienced severe disruptions due to global travel restrictions and reduced demand. In response, it implemented a strategic transformation, focusing on digital enhancement, cost reduction, and securing additional liquidity. The company streamlined its operations, invested in technology, and formed strategic partnerships to adapt to evolving consumer behaviours. By diversifying its service offerings and making strategic acquisitions, FCTG positioned itself for recovery and growth in the post-pandemic travel industry. However, as international and domestic travel began to recover after 2023, new challenges emerged in the form of persistent inflation and rising living costs. FCTG now faced the question of how to maintain its competitive edge and expand its business while navigating these economic pressures, prompting a re-evaluation of its strategies for sustainable growth amid a rapidly changing market landscape.